Technology isn't the most important thing - storytelling is

I'm Head of Video & Audio Development at Amedia Product & Technology, which develops the digital platforms and products used across all Amedia newspapers in Norway and Denmark.

Over the past few years, we've worked closely with more than 130 newsrooms, ranging from very small local publications to much larger editorial organisations. My team is responsible for developing our video platform and products, while I work closely with our central content development team, which analyses performance and helps editors and newsrooms improve their video strategy.

My own background is in journalism. Before moving into product and technology, I worked in content development, so I still approach these challenges from an editorial perspective.

Norway has traditionally had a very strong news culture. Both local and national newspapers continue to enjoy high levels of trust, and we've also been successful in building digital subscriptions.

At the same time, we're seeing younger audiences increasingly consume news through video. If audiences expect journalism in that format, we need to be able to deliver it.

For us, video isn't simply another distribution channel. It's essential if we want to remain an important source of independent journalism for local communities and society as a whole.

Video has been part of our journalism for a long time, but the real transformation began with the rise of vertical video.

All of our newsrooms have access to the same tools, but the way they work naturally differs depending on their size. Some larger newsrooms have dedicated video journalists, while our smallest local newspapers may only have two editorial staff members who do everything themselves.

That's why we've invested heavily in simplifying workflows. Many journalists come from a writing background rather than video, so making production and publishing as straightforward as possible has become a key priority.

It's both. When we recruit new journalists, video skills are increasingly important. But just as importantly, we have to help the journalists we already have develop those capabilities.

One of the biggest lessons we've learned is that success depends less on hiring specialists than on editorial leadership. The editor-in-chief needs to genuinely own the transformation. They don't have to master every technical detail, but they need to demonstrate that succeeding with video is a strategic priority.

We're well known for using data extensively, and we analyse video performance in the same way.

One interesting finding is that the subjects that perform well in written journalism often perform well in video too. Breaking news, human-interest stories and important local issues all resonate with audiences.

The difference isn't the topic. The difference is how you tell the story.

We've encouraged our newsrooms to focus on videos that are around 90 seconds or shorter. Those formats are simply easier to execute well. They require fewer production resources, fit naturally into busy newsroom workflows and are easier for audiences to consume.

We've also found that it's better to master one format than try to produce everything. That consistency helps both journalists and audiences. People know what to expect when they click on a video.